Guinness was first started when its founder Arthur Guinness leased an abandoned factory building for his brewery business. This Irish brand has become the only ale brewer to make into the mainstream of alcoholic beverage industry, while simple and clean tasting lager beer has attracted majority of beer drinkers around the globe. Unlike other rival companies with keen interest in business expansion, Guinness keeps up with its efforts in developing relevant technology to achieve perfection in taste and thus present “a perfect PINT of Guinness” any time, anywhere.

This is B’s twentieth issue,
marking the magazine’s second anniversary.

Since November 2011, B has been introducing well- balanced brands from around the globe. Running a brand magazine like B solely on sales profits, without accepting paid advertisement from featured brands, was considered an impossible business model when B first started. From its very foundation,
B has defied conventional wisdom and pushed ahead to achieve the dreams we had for the magazine.

JOH., a creative group, has now introduced a second media publication, Paper B. Unlike B, it intends to approach a larger number readership by offering an advertisement-supported magazine that will be distributed to newspaper subscribers and made available in bookstores. Each issue of Paper B will be a newspaper-magazine hybrid, focusing on a particular industry and selected Korean brands within that industry. Paper B will look at the spectrum of ways in which brands of all sizes manifest themselves ― from microbusinesses to global corporations. Through this new media publication, I am looking forward to highlighting the different presences of these brands in the marketplace ― and prove that the creation of a respected brand is not just about how much capital a company has.

Paper B’s advertising and marketing efforts will be handled by the Like Company, and would not have been possible without the help of the CEO, Mr. Jeonghoon Park, and his staffs. In addition, I would like to express my sincere appreciation to Mr. Taehyuk Choi, editor-in-chief of both B and Paper B, who has worked day and night to guarantee the success of both publications. I also applaud the efforts of Ms. Hyunmin Kim, Paper B’s project leader, who was there throughout the entire preparation process, as well as all our staff, both internal and external. Together, we will build on Paper B’s present
initiative to create a focused media publication.

In this issue, B profiles Guinness, an Irish beer company known for its signature stout and its famous “Guinness World Records.” Guinness began 250 years ago in a small brewery in Ireland. Ales are commonly seen as the definition of a “real man’s beer,” and Guinness has come to define the type. Guinness is committed to maintaining extremely high standards of taste and quality by running its own quality assurance team and developing technology to ensure nothing is lost in the canning or bottling process.

Craft beer breweries have been cropping up recently in South Korea, adding diversity to a market long dominated by a handful of behemoths. This trend proves the adage that “being different is not being wrong.” In a way, the stories of how these brewers formed their own brands through their attention to small differences seem to reflect the stories of our own lives.

PublisherSuyong Joh

http://www.johsuyong.com

02 Intro

A few cold pints on a night out. Many people enjoy beer only as a refreshing thirst-quencher.

18 Understanding

Before delving into the Guinness brand, B took a closer look at beer, which is largely classified by yeast type — surface-fermenting or bottom-fermenting. B also examined some popular brands from Ireland and Britain.

Types / Stout

26 Festival

Guinness is an ale, and ales have gained massive popularity around the globe. Every August, London hosts the world’s largest ale festival, attracting more than 700 brands. The editors had the chance to talk with participants and find out what ale means to them.

32 Inner Space

This section delves into the Irish beer company’s signature product line, along with their pint glasses, devices for ensuring that even canned or bottled beer tastes its best, and souvenirs.

Line Up / Pint Glass / Implements

42 Guinness Master

To ensure the taste and quality of Guinness beer sold around the globe, Guinness has a quality assurance team in every country. These teams grant a Master Quality Certificate to sales outlets that pass the company’s own Perfect Quality Program.

46 Style

Some people are very discerning about the beer they drink. These people also tend to enjoy distinctive clothing and accessories.

52 Irish Pubs

Guinness has symbolic meaning for the people of Ireland. Irish pubs are famous for their friendly crowds, drinks and food. B hopped down to one to experience the unique pub atmosphere.

Beer / Menu / Symbols

77 B’s Cut

B captured the defining moments of “a perfect pint of Guinness.”

92 Brand Story

Guinness first started as a small brewery in an abandoned factory at the Dublin dockyard, in 1759. B looked closely at what the Irish beer manufacturer has been up to since. Its growth was made possible by its founder, Arthur Guinness, who combined business acumen with a centuries-old recipe.

Advertisements / Spots / Irish Jokes / Diageo

114 Outro

The deep color and rich taste that fill a Guinness pint glass hint at the company’s ceaseless efforts to achieve “perfection.”

PUBLICATION RIGHT

Publisher
Suyong Joh

Editor In Chief
Taehyuk Choi

Senior Editor
Eunsung Park
Editor
Heeyoung Yoo, Eunah Kim
Styling Editor
Insung Yoo
Guest Editors
Donghoon Shin, Hyun Son, Joehyun Choi, Mihye Nam, Mihwan Jeong
Correspondents
Hyeyoung Lee, Nari Park(U.K), Eaji Lee(JAPAN), Sungjoo Kim(GERMANY)
Branding
JOH & Company
Branding Director
Chiho Ghim
Design
Ayoon Jung
Illustrator
Hyekyung Shin, MFK
Photographer
Donghoon Shin, Junghoon Woo, Juyeon Lee, K Lim, Minhyung Kim, Rama, Rei Moon, Sangkyun Han, Sunghoon Park, Taehyung Kim, Zai Nomura
Film Designer
Onedoe Jung
Translation
Gieun Lee, Hyunkyung Yoo, Jeanhee Ha, Rancy Kim, Soonok Hwang
Copy Editing
Eugene Larsen-Hallok, Heeyoung Yoo, Joyce Paek
Managing
Taewook You
Distribution
Hyungjin Choi
Publishing
JOH & Company
Printing
Top Process
Printed in the Republic of Korea
ISBN
978-89-98415-28-0 03050

REFERENCES

The Search for God and Guinness: A Biography of the Beer That Changed The World
Guinness: Celebrating 250 Remarkable Years
The Parting Glass: A Toast to the Traditional Pubs of Ireland
Three Sheets to the Wind: One Man’s Quest for the Meaning of Beer
Biru Sekaishi Kiko (ビール世界史紀行, Beer that has Embraced the World)

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